Outdated Design and Disjointed User Experience
As a Senior UX Designer at Proflowers, I was brought in to address several key challenges, most notably the company’s outdated website and brand identity. The design was no longer resonating with customers, and the user experience was fragmented, especially when it came to upselling related products like chocolates and greeting cards on product pages. The website’s structure and design lacked modern aesthetic appeal and didn’t effectively guide users through the purchase funnel. Additionally, there was a need for consistency across the company’s marketing campaigns, which were spread across web, email, and app. The existing design library was outdated, making it difficult for the team to maintain a cohesive look and feel across these different channels.
Rebranding, UX Optimization, and Cross-Channel Consistency
To address these issues, I led a comprehensive rebranding initiative that focused on creating a fresh, modern look for the website, aligned with the seasonal and emotional nature of the product offerings. I redesigned the product pages to make the upsell process more intuitive by integrating chocolates, greeting cards, and other add-ons in a way that felt seamless and not forced. By leveraging A/B testing and heatmaps, I refined the placement and design of these upsells to maximize conversions. I also revamped the design library, establishing a new, scalable design system that aligned with a digital-first aesthetic. This system ensured consistency across all touchpoints, including web, mobile, and email.
In addition, I collaborated closely with a large team of product owners, web developers, and other stakeholders, leading scrum meetings to ensure that the design and development efforts were aligned and delivered on time. By creating user flows and prototypes, I ensured the design decisions were not only visually appealing but also supported the functional needs of the business.
A Modernized Experience and Increased Conversions
The result of these efforts was a fully modernized Proflowers website and brand that felt fresh, cohesive, and in line with current design trends. The rebranding and UX optimizations significantly improved the user experience, making it easier for customers to navigate the site, find the right products, and complete their purchases. The upselling strategy became more effective, with higher conversion rates for add-ons like chocolates and greeting cards. Additionally, the revamped design library and design system helped streamline future projects, ensuring consistency across all marketing and product pages. Overall, the new design contributed to a noticeable increase in sales and user engagement, along with improved brand perception.
Themed Campaigns and Cross-Channel Consistency
A key part of my role was also to create visually cohesive, themed campaigns that could be applied across multiple touchpoints—website, email, app, and product photography. I worked closely with the marketing team to develop seasonal and occasion-based campaigns (e.g., Mother’s Day, Valentine’s Day) that featured consistent layouts, messaging, and graphics across all channels. From responsive email templates to web banners and in-app promotions, the goal was to create a seamless experience for users no matter where they interacted with the brand. This cross-channel consistency helped reinforce the brand’s identity and led to more effective marketing campaigns, boosting customer engagement and ultimately, sales.
